September 29th, 2023, Kineree Shah
Ryder Cup 2023 is set for September 29 and the excitement among Americans is palpably growing. Data from YouGov SportsIndex shows an upward trajectory in both Word-of-Mouth (WOM) Exposure score and Satisfaction scores from January 1 to September 15, 2023.
The WOM Exposure score, representing the extent to which conversations are being held about the Ryder Cup, saw a remarkable climb from 0.5 on January 1 to a 3.4 on September 15. On a similar note, the net Satisfaction score, based on the likelihood of fans giving up time to follow or support the event, experienced a rise from 1.4 to 4.6 within the same timeframe.
A look at the income levels of Americans who watch or follow the Ryder Cup reveals a diverse audience base. Nearly one-third of this group falls under the lower income category, earning less than 75% of the median (32%). Interestingly, it's the middle-income group, with earnings between 75% and 200% of the median, that forms a significant chunk of the audience, standing at 45%. That compares to 35% of the general public in this group.
This indicates a more diverse fan base than traditionally assumed for the sport. On the other hand, the higher-income individuals, earning more than 200% of the median, constitute a smaller slice of the viewership at 14%, but that is still almost double the rate of the presence of these high earners in the general population.
Moving onto the attitudes toward advertising among Ryder Cup followers, 56% of Ryder Cup followers are open to spending some time to interact with promotional stands or events, compared to 48% of all US adults. The influence of direct mail from brands shows a marked difference — 47% of Ryder Cup followers say it could impact their purchasing decisions, versus 36% of the general populace.
The acknowledgment of event sponsors also stands out with 43% of Ryder Cup followers taking notice, compared to 35% of all US adults. Furthermore, 40% of Ryder Cup fans express a preference for supporting their teams by buying products from event sponsors, a sentiment shared by 32% of all US adults. On the digital frontier, 33% of Ryder Cup fans find social media advertisements more engaging than those on regular websites, a sentiment slightly more common among the general populace at 38%.
This comparative insight can serve as a pivotal tool for brands and marketers to finetune their engagement strategies. By understanding the distinctive advertising preferences among different demographics, a clearer roadmap emerges for fostering meaningful connections with audiences, both in the lead-up to and during Ryder Cup 2023.
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.
YouGov SportsIndex collects data on every major sports property in the US. Ryder Cup’s WOM and Satisfaction scores are based on an average daily sample size of 700 US adults between Jan 1 to Sept 15, 2023. Figures are based on a 2-week moving average. Learn more about SportsIndex.